Competitive Landscape
Essity Strengthens Lead as Rivals Lose Ground
The competitive landscape of retail adult incontinence in the United Kingdom is highly concentrated, with Essity AB holding a retail value share of 69% in 2025, representing a 1.5 percentage point increase on 2020, including a small rise on 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Adult Incontinence industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Adult Incontinence in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Adult Incontinence in United Kingdom?
- Which are the leading brands in Retail Adult Incontinence in United Kingdom?
- How are products distributed in Retail Adult Incontinence in United Kingdom?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in the United Kingdom - Category analysis
Key Data Insights
Demographic Trends Remain a Key Growth Avenue
Demographic Trends Remain a Key Growth Avenue
Light Incontinence Leads Usage While Male-Focused Innovation Accelerates Growth
Destigmatisation, Innovation and Convenience Provide Key Growth Drivers
Awareness Campaigns to Continue to Give Confidence to the Underserved Male Consumer Group
Absorbency-Focused Innovation to Accelerate Growth in Moderate/Heavy Adult Incontinence
Reusable Solutions and Comfort to Reshape Consumers' Purchasing Decisions
Essity Strengthens Lead as Rivals Lose Ground
E-Commerce Leverages Convenience and Discreetness to Outpace Offline Rivals
Tissue and Hygiene in the United Kingdom - Industry Overview
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Key Data Insights
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Demographic Trends Play a Strong and Growing Role in Tissue and Hygiene
Novelties Address Consumers' Sustainability, Hygiene and Convenience Concerns
Demographic Trends to Continue to Exert a Strong Influence on Category Performances
Eco-Innovation and Premiumisation to Reshape Consumer Loyalty and Competition
Kimberly-Clark and Procter & Gamble Maintain Lead as Private Label Competes on Price
Shift From Retail Offline to Online
Subscription Models, Seamless Shopping and Broad Assortments Fuel Online Loyalty
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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